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Greyhelm81 (2)
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Lucas did it very differently. The merchandising was extremely restricted for decades. Limited to very specific brands. Now it's literally anyone who wants to pay disney.
The new movies just frankly aren't very good and sound like they're going to get worse. You're completely right is saying Disney's concocting the fullest possible films to generate marketing and merchandising galore. The force awakens was genuinely bad, rogue one semi-entertaining.
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